出口北美-中国汽车厂商面临的机遇和挑战(pdf7)(1)

ExportstoNorthAmerica-OpportunitiesandchallengesfacingChineseautomakers!#$%&'()*+,-./0!#$%&'()*+,-./0ExportstoNorthAmerica-OpportunitiesandchallengesfacingChineseautomakersnSGHTS===!#$%&'()*+,-./!#$%!!#$%&'()*+%,-./0!#$%%&'()*!#$%&'()*!#$%&&''()*+,!#$%!#$%&'()*%+,-.!#$%&!#$%&'()*+,-./0%1234567!#$%&'()*+,-./0123456$!!#$%&'()*+,-./0123!#$%&'()!#$%&'()*+,-!#$%&'()*+,-.!#$%&'()*+,====!!#$%&'()*+,)-.!#!#$%&'()!#$%&'(!#$%&====!#$%&'()*+,!-!#$%!#!#$%&'()*+!#$%!#$%&'()*+,-.!#$%&'(====!#$%&'()*+,-./$.01234!#$%&'(!#$!#$%&'!#$%&'()*+,-./012345612!#$%&'()*+,-./0123!#$%&'()*+,-./0123456789!#$%&'()*+!#$%&'()*+!#$%&'(N!#$%&'()*+!#$%&'(====!#$%&'(!)*+!#$%&'!!#$%&'()*+,-./012!#$%&'()*+,'-./012345!#$%&'()*+,-.%&'(/012!#$%&'(!!#$%&'()!!#$%&'()*+,-./01234!#$%&'()!#$%&'()*+,-!!!#$%&'()*+,-.'/0!#$%&'()*+!#$%&'()*!#$%&'()*+,$-.!#$%!#$%&'!#$%&'()*+,-NorthAmericaisthelargestautoproductionandconsumermarketintheworld.ThatmakesitthecoremarketforallOEMsintheworld.Afteryearsofhardwork,Toyota,HyundaiandotherAsianOEMshavefinallybuiltuptheirpresenceinNorthAmerica.Theyarenowthemostcompetitivebrandsinthemarket.AsChina’sautomotiveindustryhasbeendevelopingfastoverthepastseveralyears,leadersofdomesticautomotivecompaniesareallaskingthemselvesthesamequestion:WhenwillChineseautomotiveproductsenterNorthAmerica,thelargestmarketintheworld?Andmoreimportantly,whatkindofchallengesaretheygoingtofacewhentheyenterthemarket?BasedonmanyyearsofexperienceinChina’sautomarketandonamarketsurveyofUScustomers,RolandBergerStrategyConsultantsbringssomethoughtstogetheronhowChineseautomotivecompaniescanexporttoNorthAmerica.I.ThreedriversbehindChineseautoexportsOverthepasttwoyears,Chinesecompanieshavestartedtodeveloptheiroverseasexportstrategy.Thisisespeciallytrueofcompanieswiththeirownbrands.Therearethreereasonsbehindthisaction:toexpandthemarket;toreleasecapacitysurplus;andtodevelopChina’sautomotivemarket.Theautomotiveindustryrequireseconomiesofscale.Itneedsacontinuouslyexpandingmarkettoreducecostsandenhanceoverallcapacity.ThesizeofmarketsoverseasisespeciallyappealingtoChineseOEMs.WithgrowthinChina’sautomotivemarketslowingdownandcapacitysurplusrising,domesticOEMsarekeentodobusinessabroad.ChineseOEMsincludingJVshaverecentlyincreasedproductiontobuildupeconomiesofscaleandtoreduceunitproductioncostasareactiontoincreasinglyintensecompetitiondomestically.Butthishasresultedinasupplysurplus.ThelowutilizationrateputspressureonOEMs.DevelopingaglobalizationstrategyinvolvingexportsishowChineseautocompanieswishtosecuretheirfuture.(Fig.1.Chineseautoproductionsurplusdeteriorates)Thethirddriverisequallyasimportant.TheautomotiveindustryiscoresectorofChina’seconomy.Itmustbegloballycompetitive.ExportingautomotiveproductsistheonlywaytheChineseautomotiveindustrycanbeaglobalplayer.TheChinesegovernmenthascreatedmanyincentivestoencouragecompaniestoexportautoproducts.ThisisthemaindrivingforcefordomesticOEMs,especiallythosewithownbrands,todevelopproductsforoverseasmarkets.ForeignOEMsfortheirpartarealsomakinguseofthisopportunity.DrawingonlocalexperiencebuiltupinChinaandthroughJVs,theyareleveraginglowproductioncostsandusing15AutomotiveInsights!#$%&'()*====!#$%&'()*+,!#$!!#$%#&!#$%&'()*+,-.!#$%&'(&)*+,-!!!#$%&'()*+,-./,0-123!#$%&'()*+,O!#$%&!#$%&'(Chinaastheiroverseasproductioncenter.HondaChinaCo.Ltd.isagoodexample.ItbuiltaneconomiccarproductioncenterinGuangzhouforitsoverseasexports.BysettinguptheproductioncenterinChina,HondaChinabenefitsfromthegovernmentsubsidiesthatencouragecarexports.Atthesametime,itfurtherreducespurchasingcostsbysharingsupplierswithGuangzhouHonda.II.ExportsofChineseautoproductstoNorthAmericaAlthoughexportsofChineseautoproductsaregrowingrapidly,theshareoftheseproductsinNorthAmericaisminimal.Astheyjointheglobalizationprocess,mostdomesticOEMsarefocusingondevelopingcountriesinsoutheasternAsiaandAfrica.Furthermore,exportproductsareforthelow-endmarket,suchaslightandmini-trucks.Chineseauto!#$%&'()*+,-./0OOOOO!#$%&'()*+,-./!#$%&'()*+,-./!#$%&'()*+,-./!#$%&'()*+,-./!#$%&'()*+,-./Figure2:ProductstructureandgeographicdistributionofChineseautoexports16AutomotiveInsights!#$%&'()*!#$%&'()*!#$%&'()*!#$%&'()*!#$%&'()*Fig.1.Chineseautoproductionsurplusdeterioratesmakers’exportsinhigh-endmarketsegments,whicharecharacter-izedbyhighermargins,isminimal.(Figure2:ProductstructureandgeographicdistributionofChineseautoexports)PartofthereasonforthecurrentsituationisthatlargeOEMsandJVsaretooconcentratedonthedomesticmarket.Theydonothavetheextraresourcestobuildupanoverseasexportbusiness.Andexportscouldpossiblymaketheirglobalstrategyunbalanced.SomedomesticplayerssuchasCheryandGeelysimplydonothavegloballycompetitiveproductsyet.=====!#$%&'()*+,%&-./012$,!#$%&'()*+,-./0!#$%&!#$%&'()*+,-./01!!#$%&'()*+,!#$%&#'()!#$%&'()!#$%&'()*+====!#$%&'!#$%